What Is Your Call To Action?

No matter what kind of marketing material you are sending to your mail list, it is a good idea to include a call to action -- a clear instruction of what you want the prospect to do - and something that creates a sense of urgency about taking the action.

Here are some examples of a call to action:

• Call for more information
• Bring in this coupon
• Buy this and we'll include that for free

A call to action can be made even more powerful by adding wording that notifies the reader that there is some risk in failing to act immediately. Expiration dates, a statement of limited supply or scarcity, or a qualifier are all ways to create a sense of urgency.

See what happens if we add a sense of urgency to the call to action:

• This is a limited-time offer - call by next Tuesday
• Coupon will be redeemed for the first 50 people
• Buy this and we'll include that until supplies run out